Birch on the perch with Blades

Birch joins the Blades from leading European sports marketing agency SPORTIVE, where he was chief operating officer.Birch's appointment marks a return to football for the the 51-year-old after he was a key figure in Roman Abramovich's takeover of Chelsea in 2003.United chairman Kevin McCabe was due to hold a press conference on Friday to provide detail of Birch's appointment.

Source: Team_Talk